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Issues in shampoo advertising
 

Issues in shampoo advertising

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    Issues in shampoo advertising Issues in shampoo advertising Document Transcript

    • ISSUES IN SHAMPOO ADVERTISINGThe ideas, associations and images that people have of a shampoo brand determinethe demand side of the brand equity equation. There are two ways in which advertisingis likely to influence perceived product performance. First, by guiding the expectationsabout the shampoo experience - process called product enhancement and second, bycreating a halo of superiority around the brand via a mechanic termed “ Interest –Status”. There are two key advertising related factors. First, the advertisement needs tobe remembered. This is important because its main influence is at the point of trial.Second, the message should relate in some way to the experience of „using‟ the product- for instance, does it create any expectation of what the shampoo would “ feel like toyour hair” i.e., how will it take care of your hair and especially to your specifications. Butthe advertiser should always bear in mind that the benefits proclaimed are in line withwhat the product can actually deliver.Brands can have perceived advantages which are unrelated to the physical or sensualaspects of the product delivery and relate more with the emotional appeal of the brandand the sense of belonging which comes from being a buyer of the brand. In manyrespects this is an extension of the brand presence, except that the presence isconverted into a relevant advantage only if it fits with the consumer‟s emotional needsi.e. making a brand worthy of its price tag.Is advertising in Shampoo market ethical ? In a profession where the task of advertisersis to suspend the consumer‟s disbelief, there cannot be a possibly straight answer. “Use of Shampoo does not impair or damage hair”, “ Soaps make your dry, lifeless andlusterless”, are the statements we hear in shampoo advertisements. Research hasproved that the consumer is quite willing to suspend his disbelief and appreciate the
    • hyperbole for what it is worth. The consumer perfectly understands that this is a mereexaggeration to make a point.However, this issue becomes murkier when there is an obvious attempt to mislead theconsumer into believing that the product delivers a benefit that is actually not. This, byany sensible definition, is definitely unethical. But exaggeration is an aspect ofadvertising. When does it become misleading ? Is Sunsilk or Organics which usefilmstars or very well known high strata celebrities who probably never touch an IndianShampoo, ethical ?To my mind, is there anything unethical about these advertisements. The role ofadvertising is to extol the real or perceived virtues of a product. And just like there is apoetic license, there is a certain advertising license that the consumer is willing to grantwithin limits.There is a distinct segment of population who actively seek to avoid advertising. Thesepeople view as few as half the commercials seen by non - evaders. They expect ad -breaks to contain boring and irrelevant material and have thus developed strategies ofavoidance.Inconveniently for advertisers, evaders are not contained within any one demographicsegment but are likely to be the smartest people within their group and crucially, tend tobe the people with the lowest price sensitivity, those who should be most susceptible tobrand messages.The research offers a worrying glimpse of the future. People are more likely to beevaders if they have satellite or cable. But all is not lost. Evaders do not respond todistinctive, relevant and original advertising that catches them at the right time. LordLeverhulme‟s statement that only half the money he spent on advertising was wasted, isbeginning to look blithely optimistic.
    • The real issue is creativity. What type of advertisements prevent evaders from avoiding.There is a strong correlation between likeability and awareness. More likeable ads aremore effective at generating awareness. Ads should be enjoyable, to help brands buildbonds with consumers. Individual advertisers and agencies must identify andunderstand the motivation of ad evaders and tailor their creative and media solutionsaccordingly.Planners must attempt to get psychological insights into the consumer that goesbeyond number - crunching. There are qualitative differences in how people use andrelate to media and these have enormous implications on media strategies. There is ahypothesis that the recall of brands would be higher if they were advertised onprogrammes that enjoyed higher level of viewers.
    • SCENARIO OF THE INDIAN SHAMPOO MARKET“X” shampoo has keratin treatment, “Y” shampoo has total nourishment while “Z”shampoo rebuilds your damaged hair and control dandruff. Aggressive marketing andmedia blitz has made it a frothy year for shampoo marketers. In one of the mostremarkable demonstrations of acceleration, the shampoo market, after creeping up atan average rate of 6 % per annum between 1992 and 1994 and, climbing to 9.55 % in1995, suddenly raced up to 18.77 % in 1996. In 1997 it went up to 35 % Making thehair flow, and flow and flow, were the unique strategies for generating growth adoptedby the three principal players in the shampoo market. A flurry of new launches whichsaw the introduction of 32 new brands, five brand extensions, 100 new variants, and122 new pack - sizes, adding up to an unparalleled excitement in what was till then a -one - kind - fits - all product category. So long as it was a generic, generalized - benefitsproduct whose primary value, was that it cleaned hair, no shampoo brand had the loyalfollowing. With a broad swath of appeal, brand USPs were not sufficiently differentiatedfrom one another for any of them to crave out a committed niche.Also, the limited repertoire of benefits acted as a deterrent to frequent usage and hencegrowth. The shampoo - marketers fragmented a once homogeneous market furiously,pegging a unique differentiated benefit to each brand and line - extension so as to builda clearly defined segment of users for each. While this helped each brand build afranchise, it served the more important function of giving every user a definite, focusedreason to use a particular brand.The consumer has got used to the idea of using only that brand of shampoo that suitshis or her hair the best. this was achieved by launching a series of new brands, as wellas repositioning old ones, to peg each to a distinctive benefits. So, Levers rolled outSunsilk Nutracare (the proposition : hair root nourishment), Sunsilk Ceramides (the
    • proposition : repair damaged hair), Organics (the proposition : hair root nourishment),Organics dandruff treatment (the proposition : hair root nourishment with anti - dandrufftreatment), Clinic active (the proposition : presence of pro - vitamin B5), Clinic All Clearwith ZPTO (the proposition : control of dandruff - causing microbes, scalp moisturizer,and reduced scalp itch ), and Lux Super Rich (the proposition : inclusion of hairmoisturiser ) to join Clinic Plus and Sun Silk.P&G joined the fray with Pantene Pro - V (the proposition : nourishment of hair from rootto tip), Pantene Pro-V Extra shampoo - and Oriflame‟s conditioning shampoo.. Throughnew brand launches companies generated constant excitement to keep interest in theproduct alive. Even as segmentation offered new value propositions to shampoo users,the marketers baked up that menu with multiple price points, creating several VFMequations. And because they were targeting growth, they cannily priced every newproduct at a discount to a comparable one while holding out a promise of eithermatching or greater value. There was also a large successive cut in the excise duty onshampoos : from 120 % in 1994 to 70% in 1995, 40 % in 1996, and 30 % in 1997. Alsoin India customers are inordinately sensitive to price. There is always a large number ofpotential customers waiting to buy your product as soon as it becomes affordable. THE HIERARCHY OF USAGE SPECIAL STYLING SHAMPOOS : NONE SO FAR. BRANDS EXPECTED : VIDAL SASOON FROM P&G. 3rd GENERATION SHAMPOOS : SUPPOSED TO
    • PENETRATE THE SKIN AND NOURISH THE HAIR ROOTS. e.g.. PANTENE, ORGANICS, OPTIMA. 2nd GENERATION SHAMPOOS : APART FROM CLEANING, THEY ALSO CONDITION THE HAIR. LEAD BRANDS : CLINIC, SUNSILK AND HALO. 1st GENERATION SHAMPOOS : ONLY SUPPOSED TO CLEAN THE HAIR STUFF. INCLUDES HERBAL BRANDS LIKE NYLE AND AYUR NATURAL PRODUCTS : SHIKAKAI, AMLA, HENNA, REETHA, etc. SHIKAKAI SOAPS : SWASTIK, GODREJ, WIPRO etc. ORG - MARG ANALYSISAlthough segmentation offered new value propositions to the shampoo users --differential pricing also created several Value for Money (VFM) equations. A promisefor greater value or matching benefits at price discounts for every new product gainedmomentum.In INDIA customers are sensitive to price. There is always a large number of potentialbuyers to purchase the product as soon as it becomes affordable. THE MARKET SHARES BRANDS SHARE (%)
    • Sunsilk 20 Clinic 25 Organics 5.5 Pantene 11 Halo 3.4 Optima 3.6 Lakme 1 Ultra Doux 1.2 Flex 0.7 Others 28.6Promoting the shampoo brands poses another challenge for the marketers, resulting inhigh adv. spends and media spends. P&G spent 8 crores on advertising Pantene onTV in the first four months of its launch. HLL‟s estimated advertising expenditure foreach new shampoo launch was between Rs.4 crores and 6 crores in the introductoryphase. The ad-to - sales ratio of the companies have shown remarkable jump from 10% to 20 % compared to the average of 5 % for most product categories.One of the biggest barriers to shampoo usage is the consumer perception that it harmsthe hair. Thus companies are focusing on defending the product against accusations bypromoting the strength, nourishment and beauty of the hair - „The 3 - in -1 Capsule „forultimate hair. Companies are still associating it with modern life styles to findacceptance in semi - urban and rural non-users to build and enlarge shampoo usagelevels. Thus companies will have to mould new consumers usage patterns to its ownbenefit, to have a competitive advantage and stay out there in the longer run with arespectable market share.
    • A market segment consists of a large identifiable group within a market. A companythat practices segment marketing recognizes that buyers differ in their wants,purchasing power, geographical locations, buying attitudes, and buying habits. Becausebuyers have unique needs and wants, each buyer is potentially a separate market.Ideally, then, a seller might design a separate marketing program for each buyer,though no company is willing to customize its offer communication bundle to eachindividual customer. The company instead tries to isolate some broad segments thatmake up a market.Two broad groups of variables are used to segment consumer markets. Someresearchers try to form segments by looking at consumer responses to benefitssought, use occasions or brands. Other researchers try to form segments by looking atconsumer characteristics. They commonly use Geographic, Demographic orPsychographic characteristics. OBJECTIVES OF THE STUDY1. To study the current Indian market for Shampoos.2. To analyze the relationship between a specific brand and its buying behavior.3. To assess whether advertising is influencing the buying behavior of the consumers.4. To study the impact of the seals of clinical laboratories on the consumers buying behavior.RESEARCH METHODOLOGYKeeping in view the Shampoo Market in INDIA which is very crowded and becoming competitiveday by day, we decided to study the current scenario of the market.DATA COLLECTIONThe following techniques were adopted for data collection :
    • 1. PRIMARY DATAPrimary data was collected through face to face interviews while filling up questionnaires. (33RESPONDENTS)2. SECONDARY DATARelevant information was gathered from magazines, newspapers and project reports thatformed the secondary data.3. COMMUNICATION APPROACHFace to face interviews was taken as the communication approach since it is a bettermethod in cases where slight probing is required. SCOPEThe scope of the study covers almost all categories of Shampoos. The whole appraisal ofShampoos has been done from the angle of customer satisfaction. Any substitutes ofShampoos like washing soaps or natural products have not been considered. Also Shampooslocally made by the unorganised sector and which are not branded have not been considered. LIMITATIONSThe probable limitations of this study are as under : 1. The first and foremost limitations was time constraint which was only one months, but still efforts have been made to put the picture as clear and candid as possible.2. Samples were randomly selected as per convenience so error is bound to creep in the observation.3. The conservative attitude of the respondents was a limiting factor in gaining information. UNIVERSEThe main emphasis of the study was the city of Delhi. The Capital of INDIA iscosmopolitan city and is a home to various kinds of people hailing from different
    • backgrounds, upbringings and religions. This diversity makes Delhi a mini INDIA ! Thepercentage of male consumers is 50% and that of female consumers is also 50%. Thecity has its share of individuals belonging to different social economic classes. SAMPLINGSAMPLE SIZEA sample size of 33 consumers was chosen, but due to incompletely filled questionnaires andunwillingness and carelessness on the part of the respondents, we were forced to reduce thesample size to 28. This sample size was based upon time and affordability approach.SAMPLING TECHNIQUESDisproportionate stratified random sampling technique has been used in sampling due to thefollowing reasons :1. It provides information about parts of the universe.2. It provides help in gaining precision through stratification. QUESTIONNAIRE DESIGNThe questionnaire used was a printed, well structured formalized schedule to obtain and recordspecified and relevant information with fair accuracy and completeness.The questioning process was face to face interviews and the questionnaire was designed insuch a way that it could be understood and answered easily by the respondents. Thequestionnaire contained both close and open ended questions. The close ended questions weredichotomous and multiple choice in nature. Since some of the questions were probing in natureand required answers on the basis of memory of the respondent. In such type of questions thereis a risk that the respondents will answer whatever comes to their minds, thereby reducing theimpact of the study. Keeping these considerations in mind, firstly the period of time in whichrespondents were asked to respond was reduced, since it has been found that the longer thereporting period, the less accurate the reporting.Secondly, to help respondents to think deeper and clearly more questions in a way thatstimulated association, thereby assisting the recall process about the event.
    • KEY FINDINGS It has been observed that people use not only shampoos but home remedy is also preferred because of its uniqueness of effectiveness. People also use more than one shampoo or keep two shampoos Most people have tried one or more shampoos but hardly finds any differences. Except for clinic all clear and organic in which respondents have positively agreed of best shampoo than others. People buys those shampoos giving them maximum benefits. Female normally look for shampoo matching with their hair type but male look for combination of benefits i.e. 1st hair problem and then fragrances followed by price. An advertisement is the one that influences a lot than any other factors. Most people change their shampoos occasionally but there are people who never change their shampoo i.e. they are satisfied with their current brand. People normally shampoo twice a week or three to four times a week. Most people normally buy sachets available followed by above 250-ml pack. Most people know of the brands through advertisements. Next come magazines. And then the newspapers. Satisfaction is maximum drawn with people using clinic and organic. These are the brands, which attract most because of perceived quality and brand image. BRAND IMAGE OF SHAMPOOS AS A PERSON The survey reveals that the Organics user with his Impressive personality and Friendly behavior provides Good company. He is Outgoing and is Similar to most people. He is indifferent to advertisements and Independently makes the major decisions of his life. The user of Head & Shoulders has an Outgoing personality and can impress people easily. He is meticulous in nature although he independently takes decisions. He is similar to most people and due to his friendly nature, provides Good company. The consumer of Sunsilk is totally independent in making major decisions. He seldom seeks advice from others and is indifferent to advertisements. Although he is meticulous but
    • lacks innovation. His similarity to most people, outgoing and friendly nature, provide good company and accord him an impressive personality. The Pantene consumer is very friendly, gives good company and has an impressive personality. He is meticulous and similar to most people although he is outgoing he is not much of an innovator. He independently takes decisions and never seeks any advice from others. The user of Clinic all clear is quite innovative while he also does his jobs meticulously. He seldom seeks advice and is indifferent to advertisements as he is independent in taking major decisions in his life. His similarity to most people, his impressive personality and friendly nature always provide good company. METHODOLOGY SURVEY METHODI have chosen the exploratory research method for the research. In this method all the questionsare close ended. Except for few questions that needed to be known as in question 10 of askingthe satisfaction and dissatisfaction level and know their problems with respect to the brand theyhave used. The options in the form of yes or no, Ranking & choosing one alternative out ofvarious alternatives, I could not take the open-ended questions in the Questionnaire because oftime constraint. The time given for this research is very short to analyze the survey in Depth. Thenumber of question related to consumer behaviour research is 14. Out of which 4 Related topersonal details. Sample size: 20 SRSWR Sex ratio: 1:1 The studies were conducted in localities Mainly Students were covered and 10 % others considered for the study.[College/school/Univ./inst./housewives]
    • Sample coverage 10 male and 10 girlsOther questions were asked about the personalities of the shampoo with the brand image theyperceive. [Cool/trendy/aggressive/different/outgoing etc.] RECOMMENDATIONS Target those people who use shampoo and trust the shampoo as their best solution for hair care. Develop quality and brand image so that by trial of your brand leaves with a good image and then followed by usage of bigger pack which then will be used by them. Identify the key benefits such as hair strengthening, Missing form shampoo and makes them the USP of new brands. The USP could be rebuilding damaged hair, shiny and healthy hair. Look for different problems for which people use shampoo for hair care, falling hair and dandruff‟s etc. And deliver the same of high quality and at the same time positioning the brand as solution for your hair problem and which also rejuvenate your hair, and keep your hair healthy to that target group. The ideas, associations and images that people have of a shampoo brand determine the demand side of the brand equity equation. There are two ways in which advertising is likely to influence perceived product performance. First, by guiding the expectations about the shampoo experience - process called product enhancement and second, by creating a halo of superiority around the brand via a mechanic termed “ Interest – Status”. There are two key advertising related factors First, the advertisement needs to be remembered. This is important because its main influence is at the point of trial. Second, the message should relate in some way to the experience of „using‟ the product - for instance, does it create any expectation of what the shampoo would “ feel like to your hair” i.e., how will it take care of your hair and especially to your specifications. But the advertiser should always bear in mind that the benefits proclaimed are in line with what the product can actually deliver. Use country wide sampling activity to acquaint potential customers with the benefit of shampoo backing up the effort with advertising to convert intent to purchase.
    •  Offer value for money impetus for the decision to use the product more intensively Again benchmark the company that has well positioned itself in the minds of the consumer and they [consumers] rarely change their shampoo. Here these people are almost satisfied with their current brand because the core features the consumer looks for is being derived from their brand. And so delivering the improved one will make them switch to your brand but it should be well advertised and substantiated This action of company will have other positive effect of attracting those switchers, changing frequently and/or occasionally and drawing the crowd towards your brand. Go for strategic sizing and pricing. Have those packs available in the market so that people have a wider option available and presence of your brand. After a gap of some time check which are the packs that are bought most and assure their availability. Last but not the least there are separate issue that have to dealt with being the male and female factor and then growing demand of herbal shampoo. Looking at first point the female factors of buying a shampoo are different than male. A female normally have less problem of falling hair than male and so they look for those hair shampoo that improve from the current position of their hair. [Rejuvenate and healthy etc.] But one common problem [male & female] that they may have is of dandruff‟s. And so the company can develop the brand image and quality and communicate better to the target group of these core benefits of your brand i.e., solution for hair problem and thus improving and rejuvenating them. Second point. Can the company in the same line of chemical shampoos change the perception in the mind of the consumer of chemical shampoo having no side affects and at the same time advertise about the possible advantages of using their shampoo and/or can they come up with a herbal shampoo as the product extension and there by building a well brand image. Like the Colgate has done with the already launched product of herbal toothpaste. If yes please go ahead but probe before you plunge. The advt. Slogan could be : Expert care for every type of hair Extra protection for your hair Remove dandruff‟s in sec‟s Healthy shiny u ever wanted.Factors concerning use of a shampoo:
    • Geographically – it‟s the water of particular area, the air pollution that forces one to useshampoo usage.And thus creating awareness of possible damage of your hair if you do not use it [own brand]these are the negatives outcomes that you [customer] may have [falling hair, dandruff‟s].Stages of decision making process:In the initial stages of problem -- Need recognition – dandruff‟s, hair falling, strengthening of hair, early precautions from the information gathered or if they see in their friends group of any hair problem then they starts taking utmost care. Search for information – in the initial stages of hair problem, people in their friends advises [reference group], family influences [mother], -- but more crucial is advertisement Of shampoo and the brands which at that point of time they actually recall [brands that he/she recall includes the pre purchase evaluation, but mostly it is more on internal factor i.e. self – the knowledge he/she has of the brands that he has come across and know to be better product]--1. buy that brand2. purchase that brand3. use it [usage may be according to own knowledge or as said by others [mother, friends or prescribed]4. Post purchase evaluation after more usage.5. May be satisfied or may not.If not satisfied6. Switch till they get the best or some amount of satisfaction and then stick to that brandIf satisfied Stick to the satisfied brand but may try others only if they are convinced from reliable sources and that too from most people and see sufficient evident in that brand of what they expect.In the above process the stage is initial problem that the consumer faces and then those stagesof decision come across.
    • Now a look at the stages in decision making process after the problem is becoming severe andhe/she is not satisfied with any brands:Need recognition – remains the same but is highly desperate to eliminate the problem thathe/she will be facing.Search for information – now its more external to what he/she gathers from reliable source i.e.family, friends, marketer led – advertisement, magazine or newspaper. But since the problem isacute more is the chances of being influenced by the doctor. There is a high chance of visiting adoctor and looking for ways of to tackle the problem. And in the initial stages of problemdiscussed earlier the more is the chances of being influenced by advertisements.Rest the stages are same.Thus it can be rightly said that if the brands have good advertisement, well positioned in theconsumer mind as in the research showed that clinic all clear is most used then advertisementcan play an important role in attracting a good crowd and if that crowd captured throughadvertisement [brand image] substantiate with high quality. Chances of brand loyalty are hightowards your brand. But if the customers are not satisfied and the problem becomes severehe/she goes for home remedy or consulting a doctor. CONCLUSIONConclusion of survey revels that the consumer behaviors depend on the following reasons: -Product quality,Family influence,Doctor‟s prescription,Advertisement, Hair problem, Price of the product, and self.The consumers of shampoo are very sensitive and he is very much aware of the products.Awareness about the product regarding the ingredients is very high in the consumers. Influencein the purchase of the shampoos mainly depends on the hair problem and assurity to solve thatproblem given by the brand. Influence of doctor and family is also very high.Attributes of a particular brand also play an important role in the purchase. Attributes likereasonable price, fragrance, quality, & medications plays its significant role. By the analysis we
    • can conclude that consumers in the shampoo market are not much conscious about the pricebut its quality plays important role.The study reveals that Pantene has been tried by most of the consumer (16 %). Next comesSunsilk. Organics and Clinic Plus both (11 %), which have been tried by the consumers.According to the study Pantene is the most consumed ( 20 % ) brand of shampoo. Head &Shoulders and Clinic Plus both account to 15 % of the total shampoo consumption and Sunsilkis less consumed than these ( 14 %). Organics forms only 5 % of the total shampooconsumption.The survey showed a number of reasons for consumers using more than one brand or type ofshampoos simultaneously. No single shampoo, according to the consumer, was able to fulfill allthe hair requirements. Dandruff was the most important hair problem which led the cosumer touse more than one shampoo at a time. Some people use two or more shampoossimultaneously, just for change.Consumers in the age group below 20 and 20 - 29 are more innovative as compared to theother age groups. It has been observed from the study that females shampoo their hair twice aweek, while males prefer using shampoo on alternate days. From the survey it was found thatthe Medium size pack of shampoos with quantity of 100 ml to 250 ml is the most frequentlypurchased pack. According to our sample 51 % of the people across different age groups andincome groups prefer this packaging.From the table no. 6 it can be concluded that a majority (58%) of the consumers change theirshampoo occasionally. These consumers also tend to test the quality of new launches. Nonavailability is another factor which to a certain extent, has prompted many consumers to usemore than one brand simultaneously. A significant figure of 57% of the consumer tend to shiftto another brand due to non - availability of their brands.From table no. 10 that amongst the factors which influence the choice of a brand ofshampoo(s), Hair problems is the most important one. People select shampoo(s) with referenceto their hair problems. Hair type also plays a very important role. While selecting a shampooconsumers take care to select the shampoo according to their hair type. The role whichAdvertisements play can not be neglected. According to study it is found that evenadvertisements influence the consumers a great deal in selecting a shampoo. At timessomeone‟s reference also helps in selecting a brand. Hair type or hair problems are found to bemore significant as compared to the fragrance, packaging and price of a shampoo.
    • The consumers of Head & shoulders are the most satisfied with all the attributes of theshampoo and the range falls in the interval of 2.5 - 3 on the scale of 1-3.Next on the list are Organics and Clinic Plus. But these two shampoos need to improve uponthe anti -dandruff and hair repairing qualities which the consumer finds is lacking to a certainextent.Sunsilk to a large extent fails to satisfy hair nourishment, anti dandurff and hair repair needs ofthe consumer. The satisfaction level lies in the range from 1-1.5.Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of theshampoo is concerned. But it lacks all other attributes such as hair nourishment, hair repair,conditioning, removing hair problems etc. The satisfaction is very low on the scale. Ayur needsto improve upon all its attributes as the satisfaction level for all of them lies in the range of 1 - 2.The relatively new concept of using the seal of a Clinical Laboratory on a shampoo bottle doesnot much influence the purchase decisions of the consumer. 60 % of the consumers remainunaffected by the use of the seal.Advertisements play a significant role in the purchase decision of the consumers. 33% ofconsumers are influenced by the advertisements of shampoos they use. The message in theadvertisements is paid more attention to, than the role models shown in the advertisements.The survey reveals that the Organics user with his Impressive personality and Friendlybehavior provides Good company. He is Outgoing and is Similar to most people. He isindifferent to advertisements and Independently makes the major decisions of his life.The user of Head & Shoulders has an Outgoing personality and can impress people easily. Heis meticulous in nature although he independently takes decisions.He is similar to most people and due to his friendly nature, provides Good company.The consumer of Sunsilk is totally independent in making major decisions. He seldom seeksadvice from others and is indifferent to advertisements. Although he is meticulous but lacksinnovation. His similarity to most people, outgoing and friendly nature, provide good companyand accord him an impressive personality.The Pantene consumer is very friendly, gives good company and has an impressivepersonality. He is meticulous and similar to most people although he is outgoing he is not muchof an innovator. He independently takes decisions and never seeks any advice from others.
    • The user of Clinic Plus is quite innovativewhile he also does his jobs meticulously.He seldom seeks advice and isindifferent to advertisements as he isindependent in taking major decisions inhis life. His similarity to most people, hisimpressive personality and friendlynature always provide good company.ANALYSIS1. Do you use shampoo  Yes  NoResponse18 people response were yes & other 2 said they use home remedy + shampoo. female[two each using home made remedy] The study reveals that 90% of the respondentsuse shampoo.10% of the respondents refused the use of shampoo and gave the reasonthat shampoos cause hair problems. They either use soaps or the traditional method ofwashing hair.2. Which of the following brands of shampoo have you purchase.  Pantene  Sunsilk  Organics  Clinic plus  others (please specify) Pantene Sunsilk Organics Clinic all Others clear (H&S)Male 7 5 4 8 3Female 5 3 2 8 3
    • ResponseIt can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantenewith 12. After this brand sunsilk is used more followed by organics.AnalysisThe survey showed a number of reasons for consumers using more than one brand ortype of shampoos simultaneously. No single shampoo, according to the consumer, wasable to fulfill all the hair requirements. Dandruff was the most important hair problemwhich led the consumer to use more than one shampoo at a time. Some people usetwo or more shampoos simultaneously, just for change.3. Factors you consider while purchasing a shampooRANK THEM ACCORDING YOUR PRIORITY:  Hair type  Fragrance  Packaging  Hair problem  Price  AvailabilityResponseFEMALE:10 female: -- Hair types -- Hair problem -- Fragrance -- Packaging -- Price -- Availability In the above response few 3 girls responded price followed by packaging. MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob. -- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability
    • It can be concluded that in case of females most have the same levels of priority of buying the brand and so the order remains thesame. But 3 of them said price to be one after fragrance and then packaging.In case of males 6 male had the same levels of priority that starts from hair problem followed byfragrance. And this section 1 of males differs with section 2 with respect to levels of as section 2priority is of price followed by hair type and then fragrance.4. Who influence you to purchase the brand?  Family  Doctor  Advertisement  Self  OtherResponse Almost all responded that it‟s the role of adv. that actually led to a purchase of a shampoo. Family Doctor Advt Self Others [reference]MALE 3 5 10 8 2FEMALE 5 7 10 5 4 ANALYSISThe role which advertisements play can not be neglected. according to study it is foundthat advertisements influence the consumers a great deal in selecting a shampoo. nextcomes the self that is the consumer himself and than comes the role of doctor and family. attimes someone’s reference also helps in selecting a brand.Consumers in the age group 17-25 [target group] are more innovative as compared tothe other age groups. It has been observed from the study that females shampoo theirhair twice a week, while males prefer using shampoo on alternate days.5. Do you change your shampoo  Frequently  Occasionally  Never
    • Frequently Occasionally NeverMale 5 9 7Female 3 11 6ANALSYISIt can be concluded that a majority of the consumers change their shampoo occasionally. These consumers also tend to testthe quality of new launches. Frequently changing consumer account for 8 [male and female] and the non availability is one of thefactor which to a certain extent, has prompted many consumers to use more than one brand simultaneously.13 of both sex of theconsumer responded that they never change their brand When asked about the reason they responded that changing brand led tohair problems like hair loss etc.6. Rank different attribute with each brand according to your preferences Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly disagree (5) Brand Sunsilk Clinic Organics Pantene OthersAttribute [H&S]Low PriceStrong FragranceQualityHighly medicatedAnalysis of chart no 6.1. [3 male & 4 female] Pantene : had the moderately high price higher than others, high fragrance equal to Clinic and higher than others, moderately high medical benefits equal to Organics and less than others and high quality higher than others.2. [2 male & 3 female] Organics : had moderately low price lower than others, high fragrance higher than Sunsilk and lower than Pantene and Clinic, moderately high medical benefits, lower than Clinic and Sunsilk and equal to Pantene and high quality higher than Sunsilk and lower than others.3. [2 male & 3 female ] Clinic : had moderately low price lower than Pantene and Sunsilk, high fragrance higher than Organic and Sunsilk and equal to Pantene, moderately high
    • medical benefits lower than Pantene and Organics and nearly equal to Sunsilk and high quality higher than Sunslik and Organics lower than Pantene.4. [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower than Pantene, moderately high fragrance lower than others, moderately high medical benefits higher than others and moderately high quality lower than others.7. No. of times you shampoo your hair in a week 1-2 3-4 5-6  7 and aboveResponse 1-2 times 3-4 times 5-6 times 7 and aboveMale 4 4 -- --Female 8 4 -- -- ANALYSISWhen asked about how many times the consumer use to shampoo their hair? They responded,60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A furtherconclusion can be drawn on people using 1-2 times or 3-4 times8. Size of the pack you purchase most often  100ml  100 ml to 250 ml  Sachets  above 250 mlResponse 100 ml 100ml to 250 ml Sachets Above 250 ml 2 1 5 2MaleFemale 1 2 4 3 ANALYSIS It can be concluded that sachets are most used because of its convenience and price. Next comes to be 250ml because of its price again that is higher the pack lower the price. Followed by 100 ml and 250 ml.
    • People who use sachets use it as trial to see the effectiveness and if they are satisfied then they go for 250 ml primarily because of not going to buy the small sachets again and again. The rest pack are used because of other options available in terms of size and price and not necessarily going for bigger pack. 9. In which media you have seen the advertisement of these brands Brand Sunsilk Clinic Organics Pantene Media Male female Male Male female Male female female TV 10 10 10 10 10 10 10 10 Magazine 6 8 5 4 7 8 9 4 Newspaper 4 9 7 6 4 7 5 6RESPONSE Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sunsilk in decreasing order. ANALYSIS It says that T.V. is best media for advertising for all kind of advertising and it has best opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership in TV but in magazine &Newspaper they had different viewership. 10. Level of satisfaction you are getting from your shampoo brand.  Highly Satisfied  Satisfied  Neutral  Dissatisfied  Highly dissatisfied ANALYSIS The maximum satisfied consumers were of Clinic users and than comes organic, Pantene, Sunsilk.
    • CLINIC : [8 males & 9 females] The consumers of Clinic were most satisfied with all theattributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer asfar as anti dandruff quality of the shampoo is concerned.ORGANIC : [7 males & 9 females] The consumers of organic were satisfied with all theattributes of the shampoo except hair repair to some extent and fragrance.PANTENE : [5 MALES & 8 FEMALES] Next on the list is Pantene. this shampoo is neededto be improved upon the anti -dandruff and hair repairing qualities which the consumerfinds is lacking to a certain extent.SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated amongthe customer. Sunsilk to a large extent fails to satisfy hair nourishment, antidandruff andhair repair needs of the consumer.Personal DetailsSex  Male  Female[1:1 RATIO]Age 17 – 25[TARGET GROUP TAKEN]OCCUPATION  Student [ONLY STUDENT AS AN OCCUPATION WAS STUDIED]Monthly Income [FAMILY]  Less than 8,000  8001-16000  16001-24000  24001-32000  32001 and above[MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 16001-24000]
    • PRESENTATIONANSWER-3RANK THEM ACCORDING YOUR PRIORITY:  Hair type  Fragrance  Packaging  Hair problem  Price  AvailabilityResponseFEMALE:10 female: -- Hair types -- Hair problem -- Fragrance -- Packaging -- Price -- Availability In the above response few 3 girls responded price followed by packaging.MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob. -- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availabilityANSWER-6SemanticANSWER - 9 Brand Sunsilk Clinic Organics PanteneMedia M F M F M F M FTV 10 10 10 10 10 10 10 10Magazine 6 8 8 9 5 4 7 4Newspaper 4 6 9 7 6 4 7 5
    • ANSWER – 10 CLINIC: 8 MALES & 9 FEMALES ORGANIC: 7 MALES & 9 FEMALES PANTENE: 5 MALES & 8 FEMALES SUNSILK: 4MALES & 6 FEMALES